Sharing is daring 09052012

Merete Sanderhoff Project researcher merete.sanderhoff@smk.dk @MSanderhoffSharingis daring Openness as a Business Strategy

What does an Art Historianhave to say aboutBusiness Strategy?

The Rijksmuseum’sgenerosity earned them a new ambassador

From Gods of knowledge to Servants of knowledgeAmbrogio Lorenzetti, St. John the Baptist, 1337-42, SMK

Meet Mai Misfeldt• Art critic at Danish national newpaper• Educator

Lucas Cranach the Elder (c. 1472-1553), Melancholy, 1532 , Statens Museum for Kunst

http://www.kdcs.kcl.ac.uk/fileadmin/documents/USMuseum_SimonTanner.pdf

A study"Everyone interviewed wants to recoupcosts but almost none claimed to actuallyachieve or expected to achieve this… Eventhose services that claimed to recoup fullcosts generally did not account fully forsalary costs or overhead expenses."Simon Tanner, Reproduction charging models & rights policyfor digital images in American art museums, 2004

A case"Since 2006 the commercial market for [images]has undergone a revolution, with consumers nowexpecting images free of charge, free of usagerestrictions, and instantly available for use……more people want more content, from morecomplex sources and at more speed, but are lessprepared to pay for it.“Jo Prosser, Managing Director, Victoria and Albert Enterprises

http://www.fastcompany.com/blog/kit-eaton/technomix/monty-python-youtube-move-boosts-dvd-sales-23000

http://en.wikipedia.org/wiki/Public_domain

Public Domain benefits• Building blocks for the creation of new knowledge• Access to cultural heritage through information resources• Promoting education through the spread of information, ideas, and scientific principles• Enabling follow-on innovation• Enabling low cost access to information w/o the need to locate owner• Promoting the democratic process and values http://en.wikipedia.org/wiki/Public_domain

http://pro.europeana.eu/c/document_library/get_file?uuid=b80cebc9-34ed-475b-b531-1d3c98e724a2&groupId=10602

Smithsonian Instituion“Commons are usually created when a popertyowner determines that a given set of resources –grass for grazing sheep, forest for parkland,software code, or intellectual property – will createmore value if freely shared.”Smithsonian Web and New Media Strategy, 2009, p. 19http://smithsonian-webstrategy.wikispaces.com/file/view/20090729_Smithsonian-Web

Yale University“…as the legal designation “public domain” issupported by the rationale that eventually allcreators and/or owners of content must relinquishtheir monopolies over such content making suchcontent available for unmitigated access and use,attempts to restrict access through licensingprovisions may be neither legally enforceable norethically prudent.”Memo on open access to digital representations of works in the public domainfrom museum, library, and archive collections at Yale University (5 May 2011)

http://collections.britishart.yale.edu/vufind/Record/1668455

https://images.nga.gov/en/page/show_home_page.html

https://images.nga.gov/en/set/show_content_page.html?category=16&set=11

Why are museums giving their assets away for free?

Better for business“It is likely that the Smithsonian will makemore money by promoting “free” resourcesto a large audience than it can makecharging small amounts for smalltransactions to a small audience, and it is amuch better fit with the mission.”Smithsonian Web and New Media Strategy, 2009, p. 21http://smithsonian-webstrategy.wikispaces.com/file/view/20090729_Smithsonian-Web

Better for the usershttp://www.rijksmuseum.nl/collectie/SK-A-2344/het-melkmeisje

Pushing out bad copieshttp://en.wikipedia.org/wiki/File:Johannes_Vermeer_-_De_melkmeid.jpg

Enriching public knowledge http://en.wikipedia.org/wiki/The_Milkmaid_(Vermeer)

What has helped SMK get things done?

Collaboration

Benchmarking

Networks

Alliances

Patience

Setting the agendahttp://www.dkmuseer.dk/tidligerearrangementer/1186.html

What are we sharing?http://www.brandwatch.com/2012/01/product-update-dashboard-sharing/

SMK is a part ofthe Google Art Project http://www.googleartproject.com/collection/statens-museum-for-kunst/

Access is not = to sharing

http://www.smk.dk/en/explore-the-art/the-royal-collections/free-download-of-art-works/

http://www.youtube.com/user/NationalGalleryDK?ob=0&feature=results_main

http://www.flickr.com/photos/51443772@N06/sets/72157629482773770/

http://pinterest.com/statensmuseum/pins/

How is it daring?www.digitalfreak.net

Loss of control?P. S. Krøyer, Hip Hip Hurra, 1888, Skagens Museum

Larissa Sansour and Søren Lind, Hip Hip Today, 2007

"The fear that somehow everyone will expect us to controleverything with our name on it - - not only is this not areasonable fear based on the way the technology works,but society has internalized the idea that the re-purposing isnot the same as the purpose. And to be a platform and tobe a convener means opening up to kinds of uses you dontexpect, and also kinds of uses you dont have to feelresponsible for."Clay Shirky, keynote speaker at the Smithsonian 2.0 conference, 2009http://smithsonian20.si.edu/schedule_webcast4.html(quote begins at 25:30)

Is this man dangerous? http://www.waynewbishop.com/about-me/

http://www.brooklynmuseum.org/community/blogosphere/2011/05/05/brooklyn-museum-api-collections-ipad-app/

Loss of revenue?

”…potential for a new revenue model based on users andcontent. Amazon’s success is linked to the way it harnessesthe collective intelligence of its huge base of users throughrecommendations and rankings. Google develops powerfulinformation-access tools, then gives them to its users – forfree – and makes billions by selling ads. In these models, therevenue-generating potential of a Web site is exponentiallyamplified by the size and activities of its audience.”Smithsonian Web and New Media Strategy, 2009, p. 16http://smithsonianwebstrategy.wikispaces.com/file/view/20090729_Smithsonian-Web-New-Me

Outcome of free download?• Increased usage (blogs, Wikipedia, education, publications, TV productions, print products, creative projects, hackathons etc.)• Increased traffic to smk.dk (CC BY asks the users to credit the source)• More visitors to SMK• In short = more users and usage

"When SMK releases images of 159 artworksunder CC BY, it means that we in Wikipediaare able to write better articles about boththe artists, the artworks, and the motifs.”Ole Palnatoke Andersen, Wikipedia Denmarkhttp://wiki.creativecommons.org/Case_Studies/Highlights_from_SMK,_The_National_

”One example: In 1646, Jan van Goyen painted a prospect of the city ofArnhem. This image is not only fit to illustrate the article about van Goyen, but also theone about Arnhem, 1646, tonal landscape painting, and tulipomania - not just in Danish,but in all the languages that Wikipedia is available in.” Jan van Goyen, View of the City of Arnhem, 1646

Why daring pays off• Running government smarter – Public Domain content should be free• Running business smarter – Building a loyal & supportive community of users And, most importantly…• Supporting a culture of sharing – An environment where innovation and creativity thrives

Merete Sanderhoff Project researcher merete.sanderhoff@smk.dk @MSanderhoffPovertà vien dal timor! Oralto’s aria ”Chi dal cielo” Antonio Vivaldi, La Fida Ninfa, 1731 (a work in the Public Domain)

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Sharing is daring 09052012

by Merete Sanderhoff

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